For a school system looking for funds, providing access to the impressionable and captive ages 5 to 17 market riding its buses seems an odd move.

Bus Radio is a relatively new firm that provides district-specific programming for the morning and afternoon runs on school buses. The company has been talking with Barnstable school officials about installing these systems, "at no charge," on all district buses.

The supposed payoff for the school is a better-disciplined bus ride, which will be tested on some of the more challenging routes locally next week. At the initial presentation of the proposal last month, company officials said they would work with the school district to develop public service announcements and also on the types of advertising that would be allowed on the direct-to-bus system. That's good and it shows a willingness to be partners with the system. That the company is willing to make an investment of $2,000 per bus to equip the district's transportation system is also nice, but let's be honest about the motivation: selling ads.

The basic model for selling ads, whether on air or in newspapers, is the audience or circulation that can be reached. Last month, company officials said one of the things that makes Barnstable attractive is that the district's bus routes are well organized, maximizing the number of students on each. In the advertising world that's called good market penetration.

The company does not shy away from this, and the school committee's questioning of the group also shows it's going into the trial with eyes open. The school department would also receive a percentage of the advertising dollars.

Given the level of questioning by the school committee about not only music and advertising content, but about the company's financial backers and longevity, it's fair to say that members have a good understanding of what the proposal represents. That will help guide the committee's decision.

The school department still charges annual transportation fees. Somehow turning the buses into profit-making ventures for a private company seems at odds with that reality.

Commercial radio is also about making money, but those in control of the dial can also exercise the option to turn the station on or off. Those riding the bus don't have those options.

If music calms the savage, or at least unruly, beasts on the buses, perhaps it's a good enough tradeoff, but if the school committee moves ahead with full implementation, there needs to be enough on the table to make a difference for the district. DS II

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